More than likely, you have a website for your dealership. And you’re probably using it to show off your brand, your inventory, your amazing employees, and your latest deals. While this is all great stuff, why stop there? Your website should be doing more than that. You need to equip it so that it becomes just as invaluable as your best sales reps.
Think of your website as the first “sales rep” consumers will encounter — a rep that will help bring more people into your dealership. Why? According to recent studies, most consumers are completing the car-buying process long before they even step foot in your door – or, sadly, the doors of your competitors. “The impact of the digital customer is becoming pervasive, disrupting the traditional car-buying experience,” said Christina Raab of Accenture’s Automotive practice.
One of the primary ways you can do this is by integrating auto dealership software onto your website that’s specifically designed to engage with consumers.
There are lots of ways you can elevate your website from a generic experience to a highly interactive one. Here are several ways to start engaging consumers using your website as soon as they start their car search:
- Make the Experience Tailored.
Stop going for the one-size-fits-all approach. Consumers want an experience that’s designed specifically for them. That means your automotive software solutions should capture details about the buyer as they interact with your site. As a result, you will be able to provide more and more experiences specifically tailored to their wishes and needs.
For example, you wouldn’t deliver the same type of experience to a buyer who’s in the market for a ’99 Volkswagen Beetle as the consumer who is looking for a new model luxury sedan. The longer you keep a consumer engaged on your site, the more likely they will develop some feelings of loyalty for your dealership when it’s time to make a purchase.
- Be Authentic.
Provide plenty of content that essentially helps answer questions your consumers haven’t asked yet.
Keep things personal on your website. This means using words that are both friendly and welcoming. Think about your top sales reps. Would they allow someone to walk into the door without taking the time to greet them and ask about their interests? Your website should be the same way. Create different areas that make the visitor feel welcomed as they navigate through the site. Provide plenty of content that essentially helps answer questions your consumers haven’t asked yet. You want to show your consumers that you’re prepared for anything.
- Offer them a great deal.
Don’t let someone leave your website without offering them something of value. Maybe it’s a discount on certain vehicles, or perhaps a quick and easy appraisal. Another way you can offer value is to entertain them by having them take a fun quiz to help narrow down their choices on their ideal vehicle.
As you explore the different options for elevating your website from a ho-hum experience to an engaging one, it’s important to seek out a provider or partner you can trust to help you navigate the varying options for dealership website software that make it a seamless operation. Once you find your perfect partner, you can expect to deliver a car-buying experience that will make you stand out from your competitors.
Wanna learn how auto dealership software can help engage buyers? Schedule a demo here!